Post #4: Ideological Criticism
- The artifact that I have chosen to exemplify ideological criticism is a visual media advertisement campaign of acceptance presented by Airbnb, an application that allows travelers to find homes to stay in rather than hotels much like a hostel. Let’s take a look at the 30 second advertisement so we can all understand the discussion a bit more thoroughly.
- Presented elements included in the advertisement include the presentation of a variety of races, ethnicity, beliefs, and ages. However, the advertisement also includes the words “we accept” along with the message. There is no speaking within this advertisement and there is soft music that plays in the background.
- These elements suggest a variety of ideas. While the amount of diversity included is hard to ignore, the message is not simply to acknowledge others with different views or backgrounds, the message includes the need to accept. Many argue that in order to accept others, there is a need to accept those on the extreme ends of the spectrum who wish harm upon another group. This advertisement suggests that there is a need to accept from everyone. Along with acceptance, the lack of any speaker may suggest an emotional appeal to the viewers since they are reading the information in their own voice (unless someone is reading the text to them of course). The lack of voice may also suggest a call to attention that the advertisement is made to be visual. In order to understand what the advertisement is suggesting, the audience would be unable to do so by simply listening to the advertisement without visually watching the video as well.
- The advertisements creates an ideology that is not just promoting diversity or the company. The advertisement creates a feeling of inclusion and understanding. The information could be interpreted differently depending on the audience. Some viewers may see the campaign as a video that is “stating the obvious”, not working to make change- “slacktivism”, or that the advertisement is forcing the viewers to think a certain way or have a certain point of view. However, the advertisement does not direct blame, does not attack any group, or include any negative statements. The advertisement wants to emphasize inclusion and to inform the audience that the company is inclusive and accepts people for who they are, not what they look like or their beliefs.
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I think this is a very interesting clip because it seems to be stating the obvious: respect others no matter their race, gender, sexual orientation, religion, etc., but it does so without having any in-your-face or preachy visuals to make the viewer feel bad. I think some commercials/advertisements do this in a way that makes you feel sorry for the people being depicted, and I don’t think anyone who is experiencing discrimination wants you to feel sorry for them. They want to be understood and seen as an equal, not as a victim. It is simple with there not being one specific voice because it allows the viewer to imagine each of the people being shown expressing their own desires to be respected.
I think the artifact you have chosen is great! The only question I would have is, do you think airbnb could show what their company is about for those who don’t know what it is? The message, however, about inclusion is very powerful and inspiring. I really enjoyed reading the ideology, and find it very important. Great job!
Kimberly, I think this artifact is wonderful! The only question I have is, can we see a visual of airbnb, for those who don’t know what the company provides? The video however, is great, as it displays people from all different backgrounds. The ideology of this commercial is very beneficial to the world around us today. Great job!
Hey Kim!
I like this advertisement, I have never seen it before. I don’t think I’ve ever seen an advertisement for Airbnb, actually, so this is pretty cool. I think you could expand more on the presented elements you have, and be more specific. For example, what ethnicities are shows? Do they show male and females in this ethnicity, are they accurate portrayals? And then, for your suggested elements you could further analyze what these images mean, and why the producer may have presented them in the way that they did. I like your conclusion of what the advertisement means as an ideology, and I think this is a great start for what you might be able to write your essay #2 on! I look forward to seeing what you come up with.
-Charleigh